I know it is only October, but I think the annual challenge for the best Christmas ad launch date will be 1st November!
My thoughts and direction for this year: I have always thought brand managers and businesses understood that colleagues and customers are their best advertising. People buy from people.
So, as we move into the battle of the Christmas ads, will we see this for 2026, and less of the celebrity? I only think this after blow up virally of Kathryn Turner, M&S Director of Product Development. A heritage retailer like M&S has thousands of store colleagues, from the baker with 25 years in the same store to the fitting-room assistant who helps someone find the right size. Their stories show craft and care rather than just claiming them.
I love M&S; the evolution of them over the decades, and there was a blip in the 90s, but they are a safe haven on the high street. Relatable, homely and reliable.
Retailers have been moving this way for a while. Morrisons once dropped celebrities for its own in-store butchers, bakers and fishmongers. Sainsbury’s paired Rick Astley with real employees in a store setting. And one round-up of 2025’s Christmas ads noted a lean towards realism and relatable themes, away from fantasy.
My guess for 2026 is more people-led, but not exclusively. With budgets tight and trust precious, real colleagues feel warmer than spectacle. The big cinematic ads are a national tradition though, so expect a blend. I couldn’t find anything confirmed for 2026 campaigns yet, so watch the early November launches.
We’ve all got very good at tuning out adverts. Soft piano, golden light, someone gazing out of a window: beautifully made, and forgotten before the next thing loads. But a friend raving about a purchase that changed her life, or a slightly awkward team member explaining what is for dinner or picky tea. That sticks!
A polished ad says, “Please believe us.”
A real person says, “Here’s what happened.”
Why it works
- Trust: people believe people like themselves. Keep it real.
- Specificity: the half-finished sentence and the odd detail feel true because nobody would invent them.
- Shareability: we pass on feelings, not logos.
- Pride: staff and volunteers who tell their own stories feel valued, and it shows in their work.
What can you do?
You can’t outspend M&S and John Lewis, and you don’t need to. Christmas is peak giving season; build your campaign around what your supporters already say about you, as M&S did.
Do it properly
- Get proper consent, and say where and for how long stories will be used.
- Show people as whole humans, not their worst day.
- Let people approve the final version. Full team event, not just marketing.
- Never fake it; people spot staged “real” stories instantly.
- Keep the quality decent. Authentic doesn’t mean shaky.
So this Christmas, while everyone else is arguing about which advert made them cry, go and spend with someone who’s actually looking after their clients, and they like what they do!
Fiona x
